You may want your business to sell more in the online world. Of course, it is not always possible to achieve this with a single and powerful ad display. Oftentimes, visitors visit an e-commerce website, view products, even add some to their shopping cart and proceed to checkout. However, these steps do not mean they are ready to demonstrate the user’s buying behavior. Users who leave the site with a full cart or who have spent a lot of time on the site keep looking at similar products over, and after a while, they get tempted to show their buying behavior after a certain period. This is where ad retargeting strategies should be included.
So what you need to do is clear: do not give up on users visiting your website, do not give up until they show buying behavior, and provide them with ads through ad retargeting. Research shows that 97 percent of customers leave the site without making a purchase. They are having a good time on your site but not responding. Even though your visitors are having a good time on your site, they are leaving your site. How can you attract this 97 percent, who can be a very powerful audience for you? This is exactly where retargeting campaigns begin.
1. Set Your Timing and Frequency Well
Once you’ve chosen your ad retargeting strategies, it’s time to move on to another important step. First of all, we should state that the average and reasonable of something can always offer you the most efficient result. This is also the case in e-commerce. We can say that the most important thing for many stores selling in e-commerce is to always keep customer interest high.
Retargeting ads can also be the best tool to achieve this. If you start distributing retargeting ads immediately after making a purchase, they may want to leave the site immediately. You run the risk of ads coming off as annoying or offensive. Comparatively, waiting too long can cause your customers to forget your brand and support your competitors instead. To find the perfect balance, you may need to ask yourself questions such as whether there is a relationship between demographics, behaviors, product type, and frequency of purchase. After all, you don’t want to overwhelm shoppers with ads, which can have a negative effect. It’s crucial that you respect their online space without sacrificing your own goals.
2. Know Who You’re Targeting
Before making improvements to your site with retargeting strategies, you need to determine who you are targeting primarily. You can easily segment and filter your users based on their behavior. For example, you should find out how you can distinguish your customers who only visit certain pages, add products to their cart, but leave their cart before completing the purchase.
3. Plan When to Stop Displaying Ads
There’s no need to use retargeting strategies for new shoppers and those who are less likely to shop again. You may want to stop the ad when the shopper has already purchased the item. Similarly, be sure to set up your campaign to exclude customers who pay at the end. Not filtering these audiences can reduce the performance of your campaign.
4. Be Patient:
The retargeting process is a painful and patient process. It will take time for you to observe the results. The longer your retargeting campaign runs, the more likely you are to see conversion rates increase. In the behind-the-scenes process, you will create an impact where your brand is strengthened in the minds of thousands of customers, and the products will stay in their minds.
On Which Platforms Is Retargeting Strategy Used?
Retargeting is currently used primarily on the following platforms:
- Google Ads Retargeting: to facilitate retargeting through Google Ads, you need to select your target audience through the Keywords and Targeting button. Choosing the right audience for your campaign is the backbone of retargeting.
- Linkedin Retargeting: It is possible to run ads on Linkedin based on retargeting logic. To do this, you need to perform Audience Matching in Campaign Manager and determine the URL of the website you want to retarget after creating your audience.
- Facebook Retargeting: Facebook retargeting strategies are also one of the most powerful ways to reach users you already know via dynamic ads. It might be a good idea to use Facebook to convert visitors into more loyal customers.
Why Should You Do Retargeting?
Targeting is one of the first steps in digital marketing you take to reach your customers. Retargeting means a second chance to remind your customers about you and get them to buy a product or service. When your customers are considering purchasing your product or service, it’s like a scam. For example, a customer who has not bought a shoe that he likes before thinks about how it will stand on him. Then, if you haven’t forgotten the shoe, you can use instant retargeting to catch it and encourage it to buy. Or if a guy interested in electronics hasn’t forgotten the phone model he’s looking at, you can suddenly bring it up again. He will most likely want to buy it, and if he can afford it, he will.
When to Use Retargeting Strategies
Using retargeting strategies for the right audience at the right time is a very important factor in increasing your conversion rates. We would like to share a few tips on the right time to use retargeting, which we have compiled from the input of marketing experts.
- Repromote bestsellers: if you already have a certain audience and want to turn them into strong and loyal customers, it might be a good idea to create brand recognition and remind yourself by showcasing your bestsellers.
- Are you launching new collections? Then you need to promote them! You need more than email marketing to promote your newly launched products to visitors and customers who know you. Let your visitors meet new arrivals with retargeting. This way, you’ll get them to hear your brand more often and maximize their chances of converting. Facebook retargeting ads and Google Adwords retargeting ads, in particular, offer extremely powerful methods in this regard.
- Create subconscious awareness by reminding users who browse the internet during the day of your brand’s name. Social psychology studies often talk about the powerful influence of exposure. Users who are exposed to the images or names of your brand and products may be more likely to seek you out when they need something. By increasing your exposure, you can also enhance the image of your business brand in the minds of potential customers.
Pros and Cons of Retargeting
Although retargeting is a commonly used method in digital marketing, it can be difficult for you in some cases, despite the beneficial results. If your ad is shown to one person too many times, it creates a negative image for your brand. One of the disadvantages of retargeting is that you will constantly be shown in a way that annoys the other party. Furthermore, if your ads are shown to a person who has a problem with your brand and uses your website to complain, they will remember the same problem again. It may be good for you to weigh the pros and cons of retargeting. Yes, it can have some drawbacks, but if this method that positively affects the buying process is profitable for you, you should go ahead with it. Also, retargeting will increase your brand awareness over time.
A Brief Information About Ad Retargeting
Ad retargeting is a successful branding tool. They work as part of a broader marketing strategy. It is also very successful for conversion optimization. But it does not drive traffic to the website. Therefore, it is necessary to use strategies to target customers. In this way, brand awareness is increased, and the audience is reminded of the purchase. If done well, it provides easy access to valuable products and services. You should implement strategies to appeal to non-converting visitors.